{"id":75653,"date":"2025-11-05T21:07:20","date_gmt":"2025-11-05T21:07:20","guid":{"rendered":"https:\/\/dralysstore.com\/blog\/?p=75653"},"modified":"2025-11-06T20:12:42","modified_gmt":"2025-11-06T20:12:42","slug":"merge-google-ads-campaigns-for-better-roas","status":"publish","type":"post","link":"https:\/\/dralysstore.com\/blog\/merge-google-ads-campaigns-for-better-roas\/","title":{"rendered":"Merge Google Ads Campaigns for Better ROAS"},"content":{"rendered":"
\n

Google Ads AI-driven optimization works best with abundant data. A single entity with 10,000 impressions is better than 10 with 1,000 each whether a campaign, ad group, keyword, or ad copy.<\/p>\n

Thus, I always recommend that clients condense their campaigns (or ad groups, keywords, ad copy). But which to condense, and how, is not typically obvious. Common questions include:<\/p>\n

\u2022 What campaigns should I condense?
\u2022 How do I know when a campaign has enough data, or too little?
\u2022 Which keywords need their own ad groups, regardless of performance?<\/p>\n

AI Optimization<\/h3>\n

There is no set threshold for condensing campaigns. For instance, should 10 ad groups condense to five or two or one? The answer is subjective based on experience and intuition.<\/p>\n

It could depend on the keyword theme. For years, aligning keywords with ad copy drove performance. An advertiser created separate ad groups for, say, gym bags, hiking bags, and running bags.<\/p>\n

Searching Google for \u201cgym bags\u201d produced gym-bag-specific ad copy and, presumably, linked to a page dedicated to gym bags. Before smart bidding<\/a> and AI, this breakout was common. Each ad group received relatively less traffic and conversions due to manual bidding.<\/p>\n

Fast forward to 2025, and a manual setup won\u2019t collect enough data for meaningful AI optimizations. A better option is to condense the three ad groups into one for \u201cathletic bags.\u201d The ad copy might be less aligned to each keyword<\/a>, but Google\u2019s Responsive Search Ads<\/a> and keyword-level URLs will show the ad combination most likely to convert. Grouping keywords by theme rather than product type yields more data.<\/p>\n

Condensing Campaigns<\/h3>\n

Consider the hypothetical laptop-computer campaign below with eight ad groups and 90 days of performance data.<\/p>\n

\n\n\n\n\n\n\n\n\n\n\n\n
Ad Group<\/th>\nClicks<\/th>\nCost<\/th>\nConversions<\/th>\nRevenue<\/th>\nCost\/Conversion<\/th>\nROAS<\/th>\n<\/tr>\n<\/thead>\n
Laptop Bags<\/td>\n55<\/td>\n$455<\/td>\n10<\/td>\n$1,245<\/td>\n$45.50<\/td>\n174%<\/td>\n<\/tr>\n
Laptop Covers<\/td>\n35<\/td>\n$333<\/td>\n8<\/td>\n$600<\/td>\n$41.63<\/td>\n80%<\/td>\n<\/tr>\n
Laptop Accessories<\/td>\n30<\/td>\n$300<\/td>\n9<\/td>\n$400<\/td>\n$33.33<\/td>\n33%<\/td>\n<\/tr>\n
Laptop Stands<\/td>\n5<\/td>\n$65<\/td>\n1<\/td>\n$20<\/td>\n$65.00<\/td>\n-69%<\/td>\n<\/tr>\n
Laptop Cases<\/td>\n15<\/td>\n$44<\/td>\n2<\/td>\n$50<\/td>\n$22.00<\/td>\n14%<\/td>\n<\/tr>\n
Laptop Sleeves<\/td>\n20<\/td>\n$55<\/td>\n1<\/td>\n$20<\/td>\n$55.00<\/td>\n-64%<\/td>\n<\/tr>\n
Laptop Docking Stations<\/td>\n3<\/td>\n$40<\/td>\n0<\/td>\n$0<\/td>\n$0.00<\/td>\n-100%<\/td>\n<\/tr>\n
Laptop Mounts<\/td>\n8<\/td>\n$50<\/td>\n0<\/td>\n$0<\/td>\n$0.00<\/td>\n-100%<\/td>\n<\/tr>\n<\/tbody>\n<\/table><\/div>\n

<\/p>\n

The only ad group with at least 50 clicks and 10 conversions is \u201cLaptop Bags.\u201d Three of the ad groups haven\u2019t generated more than 10 clicks, and half the groups have seen just one conversion or none. I would condense the campaign into three ad groups, using the best-performing groups as the anchors.<\/p>\n

To start, the \u201cLaptop Bags\u201d ad group has the most conversions and the highest ROAS. I won\u2019t change this group, as that could disrupt performance. I\u2019ll pause the \u201cCovers,\u201d \u201cCases,\u201d and \u201cSleeves\u201d groups and move their keywords into the \u201cLaptop Bags\u201d anchor ad group. Each of those, to me, has a common theme<\/a> of \u201claptop protection.\u201d<\/p>\n

Similarly, I\u2019ll use \u201cLaptop Stands\u201d as an anchor group combined with keywords from \u201cDocking Stations\u201d and \u201cMounts.\u201d<\/p>\n

Lastly, I\u2019ll leave \u201cLaptop Accessories\u201d as is in the final group.<\/p>\n

Each of those decisions is subjective; other practitioners could have combined differently.<\/p>\n

Monitor Performance<\/h3>\n

I always monitor condensed campaigns closely. The performance typically improves, or at least stays consistent, although it might decline temporarily. If the decline persists, I\u2019ll revert to the legacy structure for further analysis.<\/p>\n<\/div>\n

\u00a0<\/p>\n

\n

Published by Dralys Blog \u2013 Stories | Insights | Innovation<\/strong><\/p>\n

Discover more on DralysStore.com<\/a><\/p>\n\n\n

<\/p>\n

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\r\n \r\n <\/i>\r\n <\/a>\r\n <\/span>\r\n<\/div><\/div>","protected":false},"excerpt":{"rendered":"

Google Ads AI-driven optimization works best with abundant data. A single entity with 10,000 impressions…<\/p>\n","protected":false},"author":1,"featured_media":75654,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_lmt_disableupdate":"","_lmt_disable":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[36],"tags":[340,342,341,226,339,343,338],"class_list":["post-75653","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dralys-insights","tag-ad-strategy","tag-ai-optimization","tag-campaign-management","tag-digital-marketing","tag-google-ads","tag-marketing-automation","tag-roas"],"acf":[],"jetpack_featured_media_url":"https:\/\/dralysstore.com\/blog\/wp-content\/uploads\/2025\/11\/Merge-Google-Ads-Campaigns-for-Better-ROAS.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/posts\/75653","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/comments?post=75653"}],"version-history":[{"count":3,"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/posts\/75653\/revisions"}],"predecessor-version":[{"id":75699,"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/posts\/75653\/revisions\/75699"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/media\/75654"}],"wp:attachment":[{"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/media?parent=75653"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/categories?post=75653"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dralysstore.com\/blog\/wp-json\/wp\/v2\/tags?post=75653"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}